Although complaints can still be made, a message on the ASAI’s website says that it has received a “sufficient number of complaints received to address” concerns over the milk advertising campaign.

“Given the extensive volume of evidence we have received to date of consumer sentiment, the submission of any NEW complaints is unnecessary under these particular circumstances,” the statement continues.

Message on ASAI’s Complaints page, 9 November 2017

The ASAI told The Green News that it will now review the complaints and assess if the advertising campaign is in line with its Code of Standards for Advertising and Marketing in Ireland.

Despite this, the Council said that consumption rates among younger people are falling, with the new campaign “deliberately designed” to target younger consumers “moving away from dairy”.

Ms Higgins said that consumers are changing habits as the public become more aware of industry practices such as “the separation of babies from their mothers and the exploitation and slaughter of animals”.